Your prospects appear to need new options on a regular basis. In the event that they use your product, that’s a terrific sign — it means they care and so they wish to do extra with it. However you find yourself with an limitless listing of options in your backlog. Here’s a fast information to managing them.
My daughter not too long ago bought for her birthday the Monopoly Cheaters Version board recreation. It’s a pleasant model of Monopoly the place gamers are inspired to cheat in varied methods to be able to win. It’s good to see although that dishonest itself additionally has its guidelines, you aren’t allowed to cheat any approach you need. Nicely, except you play the Final Cheaters mode which we haven’t but dared to strive.
One of many methods to cheat is to pretend a Likelihood card, and that’s precisely what my 10-year-old did the opposite day: when her cube led her to take a Likelihood card, she “learn” it out loud, making up a narrative about an issue with the neighbors (me) which required reimbursement — and all of my cash. She performed it so nicely that I believed her and gave her all the things I had! I really feel half embarrassed that she was capable of trick me so simply and half happy with her for the very same cause 🙂
One of many Likelihood playing cards within the recreation is titled “Simply Say No”. It permits you to decline any directions or implications (resembling paying lease) as soon as. A terrific card, don’t you suppose?
Saying ‘no’ is a crucial ability for product managers. At the moment I wish to speak about a selected sort of claiming ‘no’, one which not many product managers even notice is an possibility: saying ‘no’ to buyer requests.
Don’t fear, I’m not going to encourage you to bluntly say ‘no’ and go away it at that. In truth, I’m going to take you thru a decision-making course of that may permit you to handle every buyer request with care.
To do this, although, to really give every buyer request correct considering, you will need to change your mindset. Buyer requests are usually not orders to be taken (sure, even when they arrive by the CEO or a really decided salesperson). You, the product supervisor, have a say. In fact, on your stand to be revered you will need to perceive everybody else’s tackle it and be keen to go together with them, however it’s nicely inside your proper to say ‘no’. You have to do not forget that, and however, do not forget that it wants to come back with explanations that handle the opposite individual’s considerations (for instance dropping a selected deal).
I would write a separate submit about speaking along with your stakeholders when you possibly can’t settle for their request, however for as we speak I would love you to do not forget that that’s precisely what it’s: a request. And you’ve got the precise to refuse.
Giving your self that psychological house to actually think about the request is a crucial first step. I’ve seen too many instances product folks (together with myself and different skilled folks) struggling to maintain their goal evaluation as soon as a request has been submitted from excessive above. Right here is the thought course of that may show you how to make the precise determination for every request.
There is just one reply to it. Each buyer request has reasoning behind it. It’s not all the time clear although, and it’s your duty to ensure you totally perceive it.
Whenever you get a request, particularly if you happen to hear it for the primary time, all the time dive deeper. Attempt to grasp what drove this request, what ache or drawback triggered them to boost it, and why that is the answer they requested.
Whenever you achieve this, use the request itself as a place to begin: folks like speaking options, however we wish to perceive the issue behind the answer (after which probably provide you with a special resolution).
Be sure to discuss to the shopper firsthand and don’t solely hear issues by different folks. You do must get all the knowledge you possibly can from the stakeholders speaking with you, however in case you are really in search of the deep reality behind the request they are going to almost definitely not have solutions sooner or later. That’s the precise time to ask to speak to the shopper straight.
As I mentioned, though this part is titled “Does it make sense” it’s probably not a query. It does, within the buyer’s thoughts, and you may’t transfer on to the subsequent step till you may have figured it out your self.
The truth that it is smart from the shopper’s standpoint doesn’t imply that it is smart so that you can assist it. Be aware that I’m not speaking about supporting it now, however fairly typically — will we see this as a sound addition to our product, sooner or later sooner or later?
There are three attainable solutions to this query: ‘sure’, ‘no’, and ‘it relies upon’.
Right here are some things to contemplate when you determine your reply.
Does It Symbolize the Market?
A terrific quote that I discovered early in my product administration profession says that the product supervisor doesn’t should be the voice of the shopper. That’s on gross sales and buyer success. As an alternative, the product supervisor must be the voice of the market. They should hear each single buyer’s enter and compile it into market perception.
A selected buyer request is likely to be simply that — a request for that particular buyer. They is likely to be the one ones who want it. However they may even be a number one indicator for what we imagine would turn into a market want, not only a particular buyer want. They is likely to be the one-too-many instances you heard this request, that mark the shift from an esoteric must one thing many shoppers would possibly need shifting ahead.
Everytime you hear a buyer request, analysis to grasp if it represents “the market” or simply this particular buyer. Search previous alerts (like earlier buyer requests) and future ones (developments within the making). Search internally (ask round if folks heard about it) and externally (Google and mates). Finally, make up your thoughts whether or not this request is particular to this buyer or represents a bigger phase.
Does It Strategically Align With The place We Are Going?
Even when it represents a bigger phase, it doesn’t essentially imply that you need to do it. For instance, it would take you in a strategic path that you just don’t wish to take. It could possibly be massive or small — a completely completely different path or a strategic constraint that you’ll want to stay with.
An instance of the latter is one thing I had with a healthcare startup I labored with. They wished to keep away from being outlined as a medical machine since that was one thing that will require them to undergo a lot heavier regulation than they might afford. So whereas there have been many issues that made sense to do, in the event that they took them previous that line they wanted to be dominated out (not less than till there was sufficient justification to rethink this strategic determination).
If there isn’t any instant match along with your technique, however the request general is smart market-wise, this normally falls within the bucket of ‘it relies upon’ or ‘possibly sometime’. These are vital buckets that you just wish to enable your self to have.
If not, are they price it?
In some circumstances, even when the request is actually particular to that buyer, it will make sense to assist it nonetheless. Some prospects are price making an exception for. However make sure that it’s the exception and never the rule, otherwise you would possibly end up turning into a challenge firm the place every buyer will get a barely completely different product tailor-made to their particular wants.
It’s completely superb to determine to assist an vital buyer even when they don’t signify a bigger market, so long as the implications are clear. Make an knowledgeable determination and don’t neglect to contemplate the hidden implications resembling sustaining this characteristic over time only for this buyer, in addition to the slippery slope of including options as an “straightforward” option to please the shopper the place the true worth may not be there or not clearly communicated.
That is the half that I discover actually highly effective: even when one thing is smart to do and also you wish to do it, it doesn’t imply that you’ll want to do it now. Separating the ‘if’ from the ‘when’ permits you to suppose (and discuss) about it way more clearly.
Listening to your prospects gives you nice concepts and perception as to the place the market goes. A few of these concepts are vital to implement straight away. For instance, they may have a right away enterprise affect like a golden alternative or a risk that you just already see materializing. Others are nice concepts that you just wish to sleep on. They may signify a small a part of an even bigger image that you’re nonetheless determining. They could possibly be very modern to the purpose that the market isn’t but prepared for them. Or they could possibly be good however simply not as vital as different issues you’re presently engaged on.
Remind your self that it’s okay to have buyer requests staying in your backlog for a very long time. In contrast to garments, which if you happen to haven’t worn for the final yr or two you’re almost definitely to by no means put on them in any respect, and you may donate them to those that want them, options would possibly wake from the lifeless even after a very long time.
For instance, if the market adjustments and one thing that was once a distinct segment now turns into desk stakes (technology-related merchandise go down that path on a regular basis). One more reason could possibly be {that a} strategic path you have been ruling out all alongside finally turned the precise factor to do, and there’s a sure set of options that include it. Or for a type of ‘good however not too vital options’ — one thing would possibly make it vital sufficient.
Like real love, you’ll comprehend it when you may have it.
So subsequent time you have a look at your backlog or buyer request repository and see an extended listing of options, don’t feed unhealthy. You’re looking at a treasure trove of uncooked market alerts. Return to them each time you’ll want to plan forward, and also you’ll discover gold — alerts become insights that may show you how to make higher choices.
